How do you properly handle boosted traffic in your Shopware store?
Is it too early to start talking about Christmas at the end of September? 🎄Well, we do not think so! Because there are some people who already buy the first gifts or at least looking around for gifts. 🎁 Of course, it can also happen more often that you find something suitable for yourself in the actual search for a gift.
Anyway, right now begins the time when you should be prepared for a higher traffic on your Shopware store. And let's face it, that's exactly what you''re hoping for with your own e-commerce store.
Now you might be thinking " Yeah, so the holiday season is going to be easy money for me anyway!" But no, it's not like that, moreover you should also think about the future, because your handling of the significantly higher demand can be decisive for your long-term sales success. Competitive pressure also increases during the Christmas season, plus you should refinance your budget in advertising as best you can. As already mentioned, the competitive pressure is high and you certainly don't want to get lost in the crowd.
Why high traffic does not automatically mean growth
There are also so-called short-term sales increases. These are mostly related to seasonal events. (Black Friday, Christmas, Easter). During this time, people are generally ready to spend more money. As a result, you can achieve more sales (in the short term!) even with a constant conversion rate. By the way, you can find out exactly what the conversion rate is in this great article from our partner agency. The article is only available in German. https://milena.marketing/conversion-optimierung-tipps-fuer-mehr-conversions/
So why should you question your handling of increased traffic at all?
Well, we'd like to let you know it just as it is: you should definitely not be satisfied with the short-term increased sales. We are sure that you also want to see your Shopware store grow and generate more and more revenue.
The best way to do this is to take advantage of such phases and turn the new leads not only into new customers, moreover, into regular customers!
For an increased turnover, always increased demand and the constantly growing turnover.
How to generate new customers
In general, the willingness to buy something is higher in the above-mentioned times. Even in still unknown stores. After all, gifts should be as unique as possible, the best thing is if the recipient does not yet own this thing. In addition, the gift should arrive on time. Mostly, the traffic on your site also grows automatically, if this is not the case, online marketing in terms of ads can provide it pretty quickly. This means if you do everything you can make the customer journey as pleasant as possible. You will easily gain new customers in these periods.
P.s. in our article "How to avoid shopping cart abandonment" you can find some brilliant tips, for the user-friendly optimization of your Shopware store.
Turning new customers into regulars
If customers are satisfied with your product and service, they will become regular customers. However, you should still support the process with additional criteria. A suitable strategy can help to make your customers " repeaters " on your store. But more about this below....
Increase sales sustainably
Of course, as a Shopware store owner, this should be your permanent goal. The best way to do this is to consider and optimize each step individually. That means from new customer acquisition, to repeat customers, to regular customers, to fans. Again: We will tell you exactly how to do this further down in this article.
Here's how you should handle increased traffic at your store
You should always try to impress your customers with you and your store. The best way to do this is to keep a close look on your store and check exactly at which point the purchase is abandoned. In addition, 2.3 other tools can ensure that the increased traffic to your store is not just traffic.
Send your customer a mail a specific time after the cancellation (about 24h). This mail is perfectly adapted to the customer and reminds him to complete the purchase. Have there been any problems on your website at that time? - Then your customer should be informed about this as well and if necessary informed about possible solutions.
Especially during the Christmas season, people are stressed and always trying to find the perfect gift. Here it can quickly happen that the shopping cart abandonment in your store is forgotten. Do it better than your competitors and remind your customers about it. 😉
Let's be honest: Some people don't convert to customers that quickly. There are many different reasons which speak against a purchase in an unknown store. Starting with concerns about seriousness, to concerns about the quality of your goods.
Convincing this group of people to buy from your store is probably the hardest nut to crack. 🥜
But don't give up! You can crack this nut, too. All you have to do is convince them to give you their email address. Then use newsletter marketing to build long-term trust and turn them into regular customers, too.
Impress your not-yet-decided visitors at the last moment, before they cancel the purchase and forget about you and your Shopware store forever.
Before leaving your site or closing the tab, a pop-up appears on your page. Using so-called exit-intent popups, you can even identify the reason for the termination. In this case, the popup addresses the specific reason for the abandonment. For example, the popup detects if your customer finds the product too expensive. In this case, you can set a discount beforehand, which will then be granted.
Customer support should also not be neglected under any circumstances. 75% of respondents said they would not pursue a company further at the first sign of poor customer service, according to a global survey.
By the way, it should also be said here: Nowadays, many turn to the company with their questions via the social media channels. Both direct messages and comments can be used for this purpose. So it makes sense to have a team ready to identify potential problems and also respond appropriately to criticism.
Maybe you know the situation yourself, you have come across a company. You need to buy quickly so that the product will arrive on time, but you don't know yet if you can trust the company.
In this case, many people turn to social media channels and Google to find information about the company. If there is nothing found here, this is a rather bad sign for the eCommerce.But this is only one scenario, there is another viewpoint from which content management is important. And that is that a marketing campaign carried out at the perfect time can reach a wide audience on multiple channels.
While a company that can only be found on Instagram, for example, looks unserious, a company that operates an Instagram, Facebook and LinkedIn account in addition to the regular store with its own blog looks very trustworthy and serious.
Therefore, remember to be present everywhere with your CI and high-quality content and to convince people of your value.
Conclusion on high demand
Of course, high demand is a beautiful thing. Used correctly, it can convert into a real sales booster. So try to consider all the mentioned tips as best as possible. Most of the time, we only talk about user experience, especially in the context of the Shopware store. However, for long-term success it is important to keep the big picture in mind. So, besides the usability of your store, you should use a few strategies and keep an eye on your external appearance on various platforms. Last but not least, it's important to provide a team for customer support and to respond appropriately to criticism.
All of these items will lead to improved customer retention and increased sales. So, are you ready to really step on the gas this year-end and gain a bunch of new regular customers? - The ShopStudio team is keeping its fingers crossed for you.
By the way, if you need help with the technical implementation of individual points, you are welcome to contact us at any time. 🤓